Ampersand
Brand Architecture

Project Overview:

Following Lolli & Pops’ acquisition of Hammond’s Candies, I was brought on to define the new brand hierarchy and establish a unified master brand DNA. The objective was to clarify the role of the parent company, formalize the relationship between sub-brands, and create a cohesive strategic foundation to guide future growth across retail, packaging, and digital platforms.

Branding

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Positioning

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Target Audience

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Visual Identity

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Copywriting

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Digital Strategy

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Branding ✳︎ Positioning ✳︎ Target Audience ✳︎ Visual Identity ✳︎ Copywriting * Digital Strategy *

Scope & Deliverables:

Development of master Brand House (Big Idea, Mission, Vision, Attributes, Proof Points)
Parent brand identity refinement and positioning
Sub-brand differentiation strategy
Verbal identity systems and tone frameworks
Messaging architecture (“Bits of…” platform)
Packaging and visual system direction

Design Intent:

The intent was to create a structured brand ecosystem that allowed both heritage and modern sub-brands to operate distinctly while reinforcing a cohesive parent narrative. Generosity and connection became the central unifying themes, informing visual language, messaging, and experiential expression.

The system was designed to scale across physical retail environments, packaging, and digital touchpoints, ensuring clarity and consistency as the portfolio expanded.

Technical Highlights